Research Of The Team Development For Marketing Talents From Business Department Of Bank A

Marketing talents are the bond between the market and enterprises.Marketing people in banks are the ones dealing with customers on the front line.Nowadays,inclusive finance has been introduced and promoted,the interest market is developing,systematic reforms are deepening,financial disintermediation is escalating,new economic forms such as big data,AI and sharing economy are growing,so the traditional banking mode of mainly relying on loans for profits is facing ever more challenges.Financial technology is pressuring banks to switch from traditional to new modes and to explore new ways to grow.In addition,in a financial environment where risk-avoidance is valued,vigorous supervision and de-leveraging are reshaping the finance industry.Consequently,the returning to a service-centered practice is getting increasingly significant for banks.Marketing people are the crucial talents who generate 80% of profits for enterprises,as is indicated in the Pareto's law.They are playing an even bigger role in promoting sustainable development of banks,and they will be the most important factor determining a bank's competitiveness as banks transition and upgrade.The author applies acquired knowledge regarding economic management,researches into the political,economic,social and technological environments using the PEST model,and analyzes the inevitability of transformation for the banking industry and the significance of marketing team development.The author conducts both quantitative and qualitative analysis of the status quo and problems of bank A's marketing team through data analysis and summing up.The problems found are(but not limited to)as follows : Lack of high-quality marketing personnel,poor talent training targeted,unreasonable performance appraisal model,incentive and restraint mechanism is not perfect,team building is not systematic enough.The author conducts researches into theories such as competency model,expectancy theory,hierarchy of needs theory,two-factor theory,amiba management.Then the author looks into cases of China Merchants Bank(king of the banking retailing in China)and Citibank(a foreign bank good at talent cultivation).Combining with the actual situation of the business department directly under the head office of Bank A,and taking three years as the boundary,this paper puts forward the short-term and long-term improvement countermeasures for the construction of marketing talent team.In a progressive manner,it is hoped by the author that what is presented could be clear,simple-to-implement and forward-looking strategies that will help boost competitiveness of the bank's business department.On the one hand,the research results of this paper can be pilot and gradually extended to all the branches to provide sufficient and reliable marketing personnel support and protection for Bank A to achieve first-class modern commercial banks;On the other hand,it also has a certain reference significance for other similar banks,to jointly promote the healthy and sustainable development of China's banking industry as a whole.